Think Different

To the individuals who push the human race forward.

In 1997, Apple released its groundbreaking advertisement, Think Different.

It opens,

Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes, the ones who see things differently…

In less than 60 seconds, Apple communicated a truth that energized people — individuals who are different push the human race forward.

It was an instant hit.

Like the Think Different campaign inspired divergence from norms in the 1980s, we’re here to tell you, B2B needs your creative genius.

It’s your job to think different and to take risks.

B2B is boring and it's stuck.

Playbooks teach us that our buyers are polished people in button-down shirts who don’t do anything except work.

We approach them like that; we sell like that; we engage like that.

The reality is, everyone’s human.

When your buyer powers-down Zoom for the day, she wants to have a good time with friends; he has house chores to get to.

Thinking different is not easy. It takes practice and confidence.

But if you dare to think different, yours might be the campaign that drastically changes lives and business outcomes.

As the award-winning marketer, Justin Keller put it,

I'm willing to get fired for a lot of the ideas I have. A lot of people aren't...If it goes well, it was everyone. If it goes bad, it was my fault.
- Justin Keller, VP of Revenue Marketing at Drift

Push B2B forward. It needs you.

-Sam and Jason Yarborough

P.S. If you haven't listened to today's episode with Justin Keller, here's what you can expect:

  • Justin's not-so-safe-word (the secret word to get in contact with Justin every single time)
  • Proving the value of partner marketing internally and externally + a couple of great examples
  • How to tell world-class better-together stories

Connect with us on LinkedIn (Sam and Jason).

Watch or listen to today’s FWB episode with Justin Keller here: Youtube, Spotify, Apple Podcasts, Google Podcasts

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